FCM Travel has launched an AI-powered conversational booking feature that allows travellers to describe their travel requirements and receive booking options based on their travel policy, profile, previous trips, loyalty status and preferred routes.
The feature is powered by FCM's intelligence layer, Sam, which builds traveller profiles in real time. Recommendations include an explanation of why they have been suggested, such as compliance with company travel policy, preferred routing, loyalty programme status and previous travel behaviour.
Initially available through Microsoft Teams and Slack, the feature uses Model Context Protocol (MCP) technology to extend booking capabilities to AI platforms, including ChatGPT, Claude and Gemini, without requiring travellers to open a separate application. According to FCM, this is expected to improve in-programme booking rates and data capture for travel buyers.
The conversational booking feature also supports travellers throughout their journey, from trip planning to duty of care and in-trip support.
FCM Travel said it expects to bring the feature to South Africa in the coming months.
"We didn't build FCM's tech ecosystem to replace our consultants' judgment. We built it to take the routine work off their plate, so they can focus on the moments that actually need a person. Travellers get speed from tech and expertise from our consultants – they shouldn't have to choose between the two," says John Morhous, Chief Experience Officer at FCM Travel.
